Wear OS, HarmonyOS to Register Strong Growth in Global Smartwatch Market in 2024

  • The global HLOS* (or advanced) smartwatch market is expected to see a healthy 15% annual growth in 2024.
  • While Apple WatchOS dominates, we are seeing growing adoption of HarmonyOS and Google Wear OS platforms this year.
  • In China, HarmonyOS smartwatches’ share is expected to reach 61% owing to the high adoption of Huawei 5G smartphones.
  • Major brands that will drive Wear OS volumes include Samsung, Google, OnePlus, OPPO and Xiaomi.

Seoul, Beijing, Boston, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – April 29, 2024

The global smartwatch market has been growing rapidly for multiple years now driven by the explosion of basic smartwatches priced mostly under $100 and running proprietary or real-time operating system (RTOS)-type operating systems with basic functionality and applications. On the other hand, advanced smartwatches (those with High-Level Operating System or HLOS) have been growing steadily mostly driven by Apple and Samsung until now.

However, according to our latest global smartwatch tracker and forecast by region, brand and OS, the global HLOS smartwatch market is estimated to grow 15% annually in 2024 in terms of volume, after a flattish growth in 2023. The major part of this growth will come from non-Apple smartphone users adopting either a Google Wear OS-based smartwatch if outside China or a Huawei HarmonyOS-based smartwatch if in China.

For example, in the advanced smartwatch segment, we estimate the Google Wear OS share outside China will climb to 27% in 2024. The growth will be primarily driven by the availability of more advanced smartwatches powered by Wear OS, like the latest adoption by Google Pixel and OnePlus Watch 2, along with the refreshed Samsung Galaxy Watch 6 series.

Commenting on the market performance, Senior Research Analyst Anshika Jain said, “Just as in the case of smartphones, where there is a shift toward premium devices in consumer buying patterns, we are witnessing that first-time smartwatch users or upgraders in the Android camp are now looking for a much better user experience and are willing to spend more when going for their next purchase. Due to this, we expect greater adoption of Google’s Android Wear (Wear OS) since these devices provide a robust third-party app experience, Google AI assistant, and precise health tracking, customization and battery optimization.”

Jain added, “Until now, most of the Wear OS adoption was driven by Samsung smartwatches, and there were limited mainstream options for Android smartphone users. However, starting this year, we are seeing Google and Qualcomm managing to attract their leading smartphone customers such as OnePlus, OPPO and Xiaomi to launch Wear OS-based smartwatches outside China at attractive high-tier price points. Further, Google’s own Pixel watches will also continue to contribute to the Wear OS adoption globally.

In addition to Wear OS, we are witnessing the growth of HarmonyOS powered by the increasing popularity of Huawei smartwatches in China. On this trend, Associate Director Ethan Qi said, “In 2023, the overall HarmonyOS shipments grew almost 2x, surpassing Apple’s WatchOS. HarmonyOS’ shipment share is further estimated to reach 61% in China in 2024, up from 48% in 2023. The launch of 5G smartphones by Huawei last year and the resulting growth have acted as a key catalyst in driving the attach rate for Huawei smartwatches and expanding China’s advanced smartwatch market.”

Two Distinct Smartwatch Markets & Two Growth Platforms
Source: Counterpoint Global Smartwatch Quarterly Model Tracker, Q1 2018-Q4 2023

In terms of smartwatch chipsets, Apple and Samsung currently hold two-thirds of the advanced smartwatch market. Hengxuan and Qualcomm are expected to witness double-digit growth in 2024. Qualcomm’s market will be driven by more launches on its W5+ Gen 1 and W5100 processors, while Hengxuan’s growth will be mainly driven by the adoption of Huawei and Xiaomi smartwatches in China.

In terms of new and future launches, we are seeing a new trend of having a dual-chipset and dual-OS strategy, which combines a high-end processor, like from Qualcomm, with a low-power co-processor and a hybrid version of Wear OS, allowing smooth integration and switching between RTOS and HLOS depending on the user application, to boost power and performance. Players such as Ambiq Micro, BES Tech and Goodix will benefit from this trend and expand their share in the advanced smartwatch market. Therefore, there are more collaboration opportunities available in the market for hardware players with software platforms like the Wear OS to expand the device’s capabilities. Companies such as MicroEJ will also play a key role in abstracting the dual-OS application complexities.

While there are emerging trends when it comes to OS and chipset strategies, we are also seeing smartwatch displays becoming a key component for differentiation. Counterpoint company DSCC’s Senior Director David Naranjo said, “According to our smartwatch display panel shipments tracker, the advanced smartwatch, which mostly sports cutting-edge OLED and MicroLED displays, is bound to see an increase in orders for suppliers in the 16%-18% range in 2024 due to strong momentum after the second half of 2023 and the blended OLED panel pricing declining by 3% in addition to larger display sizes.”

Types of smartwatches:

*Advanced or HLOS smartwatch: Electronic watch running a high-level OS, such as Watch OS (Apple) and Wear OS (Samsung), with the ability to install third-party apps.

Basic smartwatch: Electronic watch running a lighter version of an OS, with no ability to install third-party apps.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research


Related Posts

Counterpoint Research Newsletter

Receive our densely curated weekly email with fresh insights at the intersection of technology, media and telecommunication. Subscribe to never miss an update!

Please enter your email address below.

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.